Communicators get proactive on alerts about swine flu, survey says

Several communicators at Texas Tech University say they are steering away from methods of communication normally associated with emergencies, such as text messaging or phone calls to students and staff, in favor of a less-panic-inducing approach. Texas Tech is in Lubbock, in northwest Texas, which is miles away from the closest confirmed cases in the state.

“We wanted to keep everyone calm, not overreact, not draw more attention than was necessary, so we’re providing an education-based approach,” says Lisa Low, senior editor of Web communications. “If it becomes an emergency, it’s a whole other response effort: We’ll text-message, and we’ll phone-call. We want to give everyone an opportunity to know what we know, and what information is out there.”

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